The assumption held by the majority of people is that good stories are for entertainment.
The application and potency that storytelling has, are usually not given a second thought.
Why Is It A Nailbiting Experience To Watch James Bond Fight For His Life?
Successful film scriptwriters will tell you that there is a scarcity of this resource called attention.
This is why Movies, TV shows, and books need “hooks” that make you turn the page, keep on the channel through the commercials, or keep you in your seat.
From the perspective of storytelling techniques, the way to keep an audience’s attention is to continually increase tension in the story.
"Transportation" occurs when a story has captivated our attention long enough that we may begin to emotionally resonate with the story’s characters.
The Buyer Does Not Think Logically
If a potential client has told you no after they were stuck in a bad traffic commute and spilled their morning coffee all over themselves, you know how easily a person’s emotions can completely change what would otherwise be a “logical” decision.
The upside is that with strong storytelling, you can form pleasant emotional associations with yourself and your brand. The emotions evoked by your stories go a long way in determining how people perceive you, creating an even stronger connection for your target audience between you and the problem you solve for them.
What Makes The Sale
Anyone with a good closing ratio in sales will tell you that as humans all sales are done based on emotions. Even when you do not require a product, if a salesperson can tap into your emotions, then he will be able to sell you on it.
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A good story creates a convincing narrative that is very relatable and engages with the target audience.
The above story is by Dr. Paul Zak, an American neuroscientist who hooks the audience with a story that is full of visual and sense-based detail—and moves in real-time.
Recipe For Success
When a combination of compelling facts is used with an effective storytelling technique, a winning recipe to increase sales is made.
Purchasing decisions are mostly sub-conscious and storytelling can penetrate the subconscious smoothly.
A Few Tips For Narration
Make your story clear and concise. Give it a beginning, middle, and end.
What is the end goal of your story? This will help you craft the right type of story for your audience.
Give your story a hero, someone your customer can relate to. You can even make your prospect the hero of the story.
It is important to check if your customer is following your story. Rhetorical questions help in such situations.
Don’t hesitate to get emotional. Get your prospect open to feeling things.
Let your audience decide the conclusion themselves.
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